“Hari & The Gang were like a diamond in the rough when they came to us,” Looay said when asked about the journey of the brand. “Their brand was - and still is - really strong, and at the time it was just a question of getting their stock seen by the right kind of audiences.”
As the Hari & The Gang website was already built in Shopify, our vision for the site was easily brought to life. With a few days booked in with the Kubix design team, we refreshed the theme enhanced the look and feel of the homepage banners and general site navigation. Brighter colours and a few subtle updates to imagery and banners lifted the homepage to entice new customers. Then it was time to get that all-important traffic in.
We broke down the Hari & The Gang audience into various Buyer Personas. These varied from the ‘Yummy Mummy’ - a young, independent career-driven mother who remains savvy on social media, through to the ‘Independent Woman’ - not necessarily family-oriented, but looking for bold, cosy and adaptable clothing brands. Our aim was to find out exactly what these types of buyers were looking for from their Hari & The Gang shopping experience, and to emulate and roll this out across all of our content, advertising and social media marketing. We tailored our ads according to the various buyer segments, and quickly saw an uptake in results. A lot of customers had also been searching for their popular ‘Hello Hoodie’, yet they weren’t ranking highly for this keyword. Some light SEO later, and Hari & The Gang were also steadily ranking up the Google results pages.
By adhering to our brand strategy and implementing a consistent tone of voice across their advertising, Hari & The Gang’s conversion rate rose by 15% to an all-time high. In a period of just three months, their website traffic increased by 75%. We not only improved their total sales, but in fact more than doubled them, with a total increase of 114%. It came as no surprise that Sonia and Kul were delighted with the results.